Two Case Studies Of Successful Strategic Communication Campaigns

Author and strategic communications expert Dr. Thomas Galvin, uses his experiences within two successful case studies: 1. the Bosnia Multi-Year Roadmap (MYRM) produced by the Stabilization Force-Bosnia (SFOR), and, 2. the formation of the U.S. Africa Command, to present a framework for analyzing strategic communication campaigns which have succeeded in achieving long-term positive effects on their respective environments

Galvin contends that historically within the U.S. military strategic communication has been a noted weakness, operationally and strategically. Problems with U.S. abilities to promote a coherent message and the subsequent inability to positively influence the environment has been the subject of many studies.

Dr. Galvin asserts a simple model from organizational development―Pettigrew’s Triangle of process, content, and context can improve understanding of the communication environment and the campaign within. That the “Triangle” concept is useful in analyzing and the planning of organizational change. He features these cases to guide strategic leaders responsible for meeting complex challenges and need to create effective communication campaigns for their respective organizations.

A well-known axiom is anything organizations and members say and do communicates, be it positive, neutral, or negative. Smart communications determines whether an organization survives, or better, thrive in their environments. Communications successes result in:

• promoting themselves and their competitive advantage
• targeting opposing or competing organizations
• defending themselves from criticism by others

Foreword vii

About the Author  ix

Summary   xi

Chapter 1. Introduction 1

Endnotes -

Chapter 1 4

Chapter 2. The Problems with “Strategic Communication” 5

Background on the Term “Strategic Communication” 8

The Strategic Communication Campaign 12

Impetus for the Case Studies  13

Pettigrew’s Triangle as a Lens   18

Endnotes -

Chapter 2  20

Chapter 3. Case Study I: The Bosnia Multi-Year Roadmap (MYRM) 25

Background of the MYRM 25

From the Dayton Accords to the Turn of the Century 26

Genesis of the MYRM 41

Maturity—Early 2001 and Beyond 52

xvi Implications for Communication Campaigns 60

Limitations of the Campaign and Conclusion 64

Endnotes -

Chapter 3 65

Chapter 4. Case Study II: Creation of U.S. Africa Command (USAFRICOM) 75

Presidential Decision in a Caustic Environment 76

The USAFRICOM Leadership Team 82

The First Month—Analysis Phase 84

Winter 2007-2008: Continuing Analysis and Movement to Planning 98

Planning Phase and Rapid Growth— March-October 2008 116

Full Operational Capability—October 2008 and Beyond 136

Implications for Communication Campaigns  150

Endnotes -

Chapter 4 156

Chapter 5. Analysis of the Case Studies 173

Content 173

Process 175

Context  178

Endnotes -

Chapter 5 183

xvii

Chapter 6. Implications for Strategic Communication Campaigns 185

Reasons to Create Named Campaigns 187

Six Essential Questions for Planning a Communication Campaign  199

Campaign Architecture 209

Conclusion  210

Endnotes -

Chapter 6  212

This study is an ideal resource for members of the U.S. military with direct responsibilities to initiate, produce, and disseminate strategically driven communications to internal and external audiences.  The case studies could also be effective educational tools for military and commercial communication strategist educators at the university level or in corporate communications offices.